The brand behind the club and sport.by Wes Harris
Challenges for Women's Soccer
On the amateur level, the U.S. has the W-League, the Women's division of the USL (United Soccer League). Unlike its professional counterpart, the W-League has seen continued growth and stability since its founding in 1995. Currently playing host to 27 teams nationwide, the W-League continues to look for ways in which to assist the WPS by means of growing interest in Women's pro soccer in the States.
It seems that the MLS and the WPS share common challenges, mainly growing and sustaining fan interest. Some might argue that the two should join forces in their marketing efforts, as they both ultimately have the same goal: grow fan interest in professional soccer in the U.S. Similar joint models have had success in the U.S. with the NBA and WNBA, where the WNBA has a corresponding team in cities where the NBA has already established a solid fan base for the sport. Not every city with an NBA team has one for the WNBA, but the women's league is growing. BO$ had a chance to sit down recently with W-League Senior Director, Amanda Duffy, and asked if this model has ever been discussed for professinoal soccer:
"I just don't know that the MLS is either ready, or interested to do a WMLS.
Just because they're having success right now doesn't mean they want to take
on Women's soccer as well."
Just because they're having success right now doesn't mean they want to take
on Women's soccer as well."
She made a valid point that the MLS itself has only recently become succesful in the last few years, enough to warrant significant expansion, and still has a long way to go until it reaches a comfortable, self-sustaining pace. When one considers this fact, it throws the Women's struggles into a different, and more understandable light. As Senior Director Duffy put it,
"I don't think we're ready for a Women's professional soccer league to succeed yet.
The MLS is finally getting on its feet 15 years later. I just don't think we're there yet."
The W-League, as mentioned above, is entering its 17th season and has moved past the growing pains associated with a start-up league. Still, they have some work to do as far as continuing to market the league and Women's soccer around the country. BO$ asked Senior Director Duffy what current goals the W-League has moving forward:
"We just hired a director of corporate sponsorships and partnerships in Chris Barno. He's going to be looking to do league-wide partnerships and sponsorships, but I've had conversations with him as well just to emphasize the niche that the W-League is on the Women's side and opportunities we have there as well. So, I think from a
league-wide standpoint we're going to see some growth which traditionally hasn't been there from the USL. My focus right now for the W-League is getting into Florida and solidifying the East Coast."
Despite the struggles of its professional counterpart, the W-League seems to have continued to grow over the years. By solidifying its position on the East Coast and the West as well, it can then turn its attention to the 'fly-over' states, which Duffy admitted was an area that lacks any real presence as far as Women's pro soccer is concerned, and certainly will be targeted for growth in years to come.
It's clear that Women's soccer has its work cut out for it, and the road ahead is not an easy one. If the MLS is having trouble after 15 years, it could be a while before the Women's side of the game is in a comfortable place. It's good to see the W-League moving in the right direction though, seeking out corporate partnerships and sponsorships to assist in the marketing effort, which will add to the already solid base it has built for the WPS and all of Women's soccer in the U.S. It's going to be a collective effort for sure, and I know I'm not alone when I say I hope this newly establish Women's pro soccer league is here to stay.
